On a recent episode of the Bill Simmons podcast, Fanatics CEO Michael Rubin brought excitement and enthusiasm to the table as he discussed the future of Topps and the innovative strategies being implemented in the trading card industry. Two years after acquiring Topps and creating Fanatics Collectibles, Rubin shared his insights and ambitions for the company’s foray into collectibles.
One notable initiative discussed by Rubin was the Topps MVP Buyback program. This program aims to boost business for hobby shops by offering collectors store credit in exchange for Topps Chrome cards featuring current MVPs. Rubin’s strong relationships with influential figures in the sports world have played a crucial role in enabling rapid and effective changes at Fanatics/Topps.
Another innovative program Rubin discussed was the MLB Debut patch program, which was brought to life thanks to discussions with MLBPA President Tony Clark and MLB Commissioner Rob Manfred. This program features game-used patches from rookies’ first MLB uniforms, creating a unique and coveted collectible item.
As Fanatics entered into the trading card industry, Rubin acknowledged a learning curve, particularly regarding redemption cards. Feedback from collectors and hobbyists about their dissatisfaction with redemption cards was taken seriously, leading to a significant reduction in their presence in packs by 75-80%. Topps has worked diligently to ensure that player signatures are obtained more efficiently, improving the overall experience for collectors.
To address concerns about the fairness of card distribution, including suspicions of “loaded” boxes being given to breakers, Rubin has enlisted the help of an independent auditor to monitor how Fanatics’ cards are packaged and distributed. This move demonstrates Fanatics’ commitment to transparency and integrity in the industry.
Under Rubin’s leadership, the workforce at Topps has doubled since its acquisition, a clear indication of the company’s dedication to growth and development. This increase in staff is part of a larger strategy to enhance and evolve the Topps brand, ensuring its continued success in the trading card market.
Rubin emphasized the importance of innovation in the industry, drawing parallels to brands like Nike that continuously reinvent their offerings. This philosophy is evident in Topps’ approach to launching their popular products, turning them into highly anticipated and publicized events. Rubin’s vision for the future involves transforming collectibles into more than just physical items, but memorable experiences for collectors and fans alike.
One upcoming release that exemplifies this innovative spirit is the 2023 Bowman Draft, set to be released on December 12. This highly anticipated release will include autographs from top prospects and will leverage Fanatics’ endorsement deal with Tom Brady. Rubin’s personal connection with Brady, a seven-time Super Bowl champion and former Montreal Expos draft pick, indicates that there may be special Brady cards in this release, adding an exclusive and valuable element to this year’s Bowman Draft.
In conclusion, Rubin’s discussion with Bill Simmons shed light on his passion, strategic thinking, and commitment to innovation in Fanatics’ approach to the trading card industry and collectibles market. With Topps at the forefront of this revolution, fans and collectors can expect exciting and innovative developments in the world of trading cards.